Generation, development Production and communication need information and ideas and refinement of ideas evaluation

Transcription

1 Components of a design process The production of a piece of visual communication involves definition of the communication need, research and use of examples for the inspiration, generation, development and refinement of ideas, ongoing evaluation and the production of final presentations. The table below identifies the components of a design process. Definition of the Research for Generation, development Production and communication need information and ideas and refinement of ideas evaluation Establish: client needs purpose/s audience/s context/s Requires Research skills including: collection analysis interpretation of information Requires Application of researched information and inspiration through: the exploration of a range of ideas annotated and critical appraisal. Requires: mock-ups of presentation formats evaluation of mockups production of final presentations Implementation of a variety of trialled: materials methods media design elements design principles presentation formats. Selection, refinement and implementation of best solutions according to established: client needs purpose/s audience/s. and application of selected: materials methods media design elements design principles presentation formats. VCE STUDY DESIGN 35

2 VISUAL COMMUNICATION AND DESIGN Producing visual communications In the production of a visual communication, materials are modified by methods and media, according to design elements and design principles, to create final presentations. The table below identifies materials, methods, media, design elements, design principles and presentations that could be used in the production of a piece of visual communication. Materials Methods Media Design Design Final elements principles presentations paper card wood glass metal clay stone plastic textile DRAWING freehand orthogonal paraline perspective PRINTING monoprint relief intaglio offset silk screen PHOTOGRAPHY black and white colour positive reversal pencil, paint, ink, dye marker, pastel, crayon, airbrush ink, dye dye, emulsion film digital point line shape form tone texture colour letterform figure ground balance contrast cropping hierarchy scale proportion pattern repetition alternation map graph symbol diagram chart illustration instrumental drawing architectural drawing 3-D model/ form poster flyer/brochure package PHOTOCOPY black and white colour COMPUTER image type toner digital information logo/ corporate identity signage 2-D layout multimedia 3-D PROCESS construction moulding knife, glue, scissors 36 VCE STUDY DESIGN

3 Design elements and design principles The list of design elements and principles included in this study design have to be studied. However, others may be incorporated as appropriate. Design elements Design elements could be considered as the marks we make on the surface or page. In this study design they are considered to be: point, line, shape, form, tone, texture, colour, letterform. Point This is a mark which may indicate position and location. It can represent a point of measure or be used in a purely decorative way. Examples worth considering are computer pixels, film grain, pointillism, map indicators, a bulleted list and dot rendering. Line Essentially, line represents a single dimension, length. It can be straight, curved or irregular and combine with other elements. It can create shape, tone, form and texture. The weight and quality of the line may vary depending on its intended use. Examples worth considering are pencil grades, cross hatching and etchings. Shape Shape is the space contained within lines. Shapes can be organic or geometric and can be used in conjunction with other elements to create form. Shape is two-dimensional. Examples worth considering are geodesic domes, Stonehenge, The Bauhaus and Marc Newson. Form Form may be created by the joining of two or more shapes. It may be enhanced by tone, texture and colour. Form is considered three-dimensional. It can be illustrated or constructed. Examples worth considering are the pyramids, the architecture of Frank O Gehry and three-dimensional computer modelling. VCE STUDY DESIGN 37

4 VISUAL COMMUNICATION AND DESIGN Tone Tone may be used to describe form in terms of its shadows and highlights, and to create the effect of two-dimensional and threedimensional volume. Examples worth considering are black and white photography, cross hatching, Chiaroscuro. Texture Texture may be achieved by the combination of elements such as point and line. It may be applied in a realistic or abstract style to create an arbitrary pattern or to simulate the finish of a material. Examples worth considering are frottage, mixed media, tapestry weaves. Colour Colour should be considered in conjunction with the other elements. If used well it can add interest and excitement to a piece of visual communication. Colour may be used to specify areas, distinguish form, and highlight compositional aspects such as hierarchy. Examples worth considering are Fauvism, stained glass windows, RGB monitors. Letterform Letterform can be an abstract physical representation of the spoken word and can be manipulated to have an impact on the quality of the visual message. Letterform can be used to express a word visually and to creatively reinforce the meaning of a word or act solely as a decorative device. Examples worth considering are film credits, corporate logos, book titles. 38 VCE STUDY DESIGN

5 Design principles Design principles are simply ways of arranging or organising design elements. In this study design they are considered to be: figure ground, balance, contrast, cropping, hierarchy, scale, proportion and pattern (repetition and alternation). Figure ground Figure and ground work together within images to establish the importance of visual information within a picture plane. Figure refers to images that are more visually dominant than the ground on which they are placed within a composition. Figure may also be known as positive space or form. Ground can be known as background, negative space or counter form. Examples worth considering are optical art, interior design, Man Ray s photography, Henri Matisse, Alexander Calder s mobiles and typography. Balance This may be symmetrical where elements are mirrored on opposite sides of a visual axis to create a stable and formal composition, or asymmetrical where balanced elements, not mirrored on opposite sides of a visual axis, create a dynamic informal composition. Examples worth considering are Brunelleschi s architecture, magazine layouts and furniture designs. Contrast All effective combinations of forms are based on qualitative contrasts. Contrast should always be thought of in terms of creating tension between opposites: large small, light dark, soft hard, etc. Examples worth considering are serif and sans serif type, transparency and opacity, matt or gloss surfaces. Cropping An image can be modified by selecting an area of interest to emphasise, create dominance or simply to clarify information. Examples worth considering are viewfinders and Pop Art. VCE STUDY DESIGN 39

6 VISUAL COMMUNICATION AND DESIGN Hierarchy Visual information can be arranged in order of importance. Factors determining the hierachy may be the size, colour or placement of the visual components and/or the arrangement of the information. For example, the focal point of a composition draws attention to specific information. Examples worth considering are letterheads, newspapers and magazines. Scale Scale generally refers to the size of the figure on the ground. Its relative size and scale will determine the hierarchy of visual components within the presentation. Examples worth considering are Andy Goldsworthy s sculpture, Ladislav Sutnar and Piet Mondrian s paintings. Proportion This is the comparative relationship between the size of components or parts of components within a visual presentation. Examples worth considering are the Golden Section, Palladio s architecture and ergonomics. Repetition Alternation Pattern Pattern Pattern is the repetition or alternation of one or more components to create a visual unit. Any visual element can be used to create a pattern. Repetition can be very powerful in creating a sense of order in a piece. Alternation can create more complex patterns than those created by repetition alone. Examples worth considering are textile design, aerial photography, camouflage and the Seagram Building. 40 VCE STUDY DESIGN

7 Drawing methods The drawing systems are orthogonal, paraline and perspective. Two-dimensional Orthogonal: Three-dimensional objects are drawn in separate but aligned two-dimensional views: a top view, and front and side views which may include sectional views. (The Australian Standards Association publication, Technical Drawing for Students, SAA/SNZ HBI: 1994, Standards Australia, Homebush NSW, provides explanations of rules and conventions.) Three-dimensional Paraline: Objects are drawn with the receding lines remaining parallel to each other (hence the term para-line ). Paralines may be: Oblique: The front of the object is drawn straight on and the sides usually recede at 45 degrees. Isometric: Both sides of the object recede at 30 degrees. Planometric: The base and top of the object retain their true shape, but are drawn on an angle so that both sides recede at 45 degrees (or one side recedes at 30 degrees and the other at 60 degrees). Perspective: Objects are drawn in a way which approximates human vision because the receding lines converge towards the horizon rather than remain parallel to each other. VCE STUDY DESIGN 41